The company, founded in 1986, has stores in Newcastle, Yarm and Kendal, Cumbria, and is run by husband and wife team Julian and Rhona Blades.

Mr Blades said: “Although traditionally the spotlight has been focused on the ladieswear side of the market, there has been a significant shift in men’s fashion and grooming, which is only showing signs of strengthening.”

David Williamson, Newcastle Racecourse executive director, added: “The plate is a great chance for men to put on their finest outfits and the demand Jules B has seen really reflects how popular the occasion will be.”

The three-day Northumberland Plate Festival starts on Thursday, June 26.